8:28 p.m.
Question for Erica Smith: Do you track hiring online?
She says it was hard to determine if positions were filled or just dropped.

8:25 p.m.
Question: What is the revenue model for Slate? Is it profitable?
Weisberg: Key costs (i.e. printing on paper) are reduced with online content and that’s been born out. He says his business is doing well but says the lawyers won’t let him say if they’re profitable. Almost all of the revenue comes from advertising.

8:19 p.m.
Question: How will Spot.Us survive after the grant runs out?
Cohn: Solicit donations like Kiva.org.

8:16 p.m.
Question: How will media address an increasingly diverse population?
Sewell: City Room had a discussion concerning publishing comments in languages other than English. He says the Times has published some stories in other languages (e.g. China).

8:07 p.m.
Weisberg: Going to launch a group blog focused on women: The XX Factor. Recipe for success? “We just had to kick out all the men.”

8:03 p.m.
Weisberg: They create one original video a week at Slate V.
“This is an attempt to see, what really is the DNA of web video.”

7:57 p.m.
Jacob Weisberg, chairman and editor-in-chief Slate Group: Says journalists need to be well-versed in new media and the web. “If you’re not immersed in that yet, I think it’s too big a leap.”

7:52 p.m.
Smith: Said she would’ve been laid off, too, if she hadn’t picked up some web skills (her Twitter feed).

7:49 p.m.
Smith: Paper Cuts started about a year and a half ago. About 41 print jobs are lost every day.

7:47 p.m.
Erica Smith, news designer, St. Louis Post-Dispatch and “Paper Cuts” blogger is up.

7:45 p.m.
Farano: CafeBabel publishes in six languages with 6,000 people contributing for free. It has around 300,000 unique visitors per month.

7:41 p.m.
Farano: Was at a NBA game in California and wanted to pay for a pizza with a traveler’s check. The server asked for a passport and then asked, “Italy, is it still a country?”

7:39 p.m.
Adriano Farano, executive editor, CafeBabel.com
Starts with the question: How many Europeans are the in the room? About 1/4 of the people raise their hands - woah!

7:36 p.m.
Cohn: Cites Clay Shirky saying collaboration online is incredibly complex and hard to predict - like the weather.

7:34 p.m.
Cohn: We often attach journalism to newspapers, he says, but journalism will survive the death of its institutions. “Journalism is a process, not a product,” he says.

7:32 p.m.
David Cohn, founder, Spot.us: Gift economy in America is $300 million.

“There is a way to donate to journalism,” he says, pointing to NPR. “But in that case you’re kind of throwing you money over the wall.”

He jokingly mentions the fear of buying a $40,000 stapler.

7:23 p.m.
Sewell: Mentions Knight News Challenge Grant in conjunction with ProPublica and Clay Shirky’s book, Here Comes Everybody.

7:20 p.m.
Sewell: Times Topics pages - now pages are updated every few days that links to outside content (about time!).

7:14 p.m.
Sewell Chan: Dead-Tree Editions Sell Out was the headline on the City Room the day after the election - readers used the web to find out how to get a paper copy.

7:11 p.m.
Columbia has purchased 50 Flip video cameras for their students, according to Prof. Sree Sreenivasan, Dean of Student Affairs.

7:06 p.m.
Full room - standing room only (wait, people sitting on the floor, too)

Panel:

Sewell Chan, blogger/bureau chief, New York Times “City Room” blog

David Cohn, J2008, founder, Spot.us, a new crowdfunding investigative journalism project; winner of $300,000 Knight News Challenge grant

Adriano Farano, executive editor, CafeBabel.com - the first multilingual European current affairs online magazine

Erica Smith, news designer, St. Louis Post-Dispatch and “Paper Cuts” blogger (coming from St. Louis)

Jacob Weisberg, chairman and editor-in-chief Slate Group - Slate, Slate V, The Root, and the Big Money

MODERATOR: Prof. Sree Sreenivasan, Dean of Student Affairs

Here goes:

1 Developer
The developer should be a PHP Harry Potter, with a mastery of Wordpress and/or Drupal. It’d also be nice if this person had some Python chops and had some experience building web applications on Django. They should also have some experience using and managing databases. Some JavaScript skills wouldn’t hurt either. You won’t need a server administrator starting off, but the developer should also have some experience managing a hosting environment. Taped glasses would be optional, but some sort of geeky paraphernalia would be preferred.

1 Bad-Mother Designer
Far too many non-profit and community news startups suck in terms of presenting their content. You need to have a brand and it needs to look professional or hip or both. This person understands web usability and how to build a Web site that’s easy to navigate. This person is also experienced in theming in Wordpress and/or Drupal, having a scary-deep knowledge of XTHML and CSS. The designer should have a lot of experience with the Adobe Creative Suite and be able to produce graphics and ads for print and web. Experience using Flash services and plugins is a big plus.

3 Reporters
Each reporter should first and foremost be a solid journalist and have a hunger for practicing the craft. Second, they should be obsessive compulsive about learning. Part of being an inquisitive journalist is learning new techniques for documenting a story. I would worry more about getting extremely motivated people than candidates with specific technical skills. At the same time, I would try and get a least one candidate who has a really solid base taking video, photos and audio.

1 Editor/Customer Service Representative/Accountant/Evangelist/Cheerleader
The editor will work the most and set a high morale for the organization on a daily basis. It would not be an easy job, but it would sure be one hell of an exciting challenge.

This person would:

• Listen and respond to customer questions, problems and suggestions
• Edit and fact-check stories
• Serve as the spokesperson for the organization
• Organize coverage of planned events and stories
• Update and manage social networking sites
• Track expenses and revenues
• Keep an eye on the web/newswires
• What else??

The First Two Weeks
I would spend the first two weeks running a team and skill-building boot camp. Each person would lead sessions in their area of expertise. This would help build solidarity on the team and a good understanding of roles and workflow. How can we compliment each other? What are our strengths and weaknesses?

And I would do what every good solider does before heading into battle: field exercises. Take your team out on photo-walks, video-walks, audio-walks and get them familiar with how the equipment operates in the field. Better they make mistakes when the cost of screwing up is negligible.

I’d also incorporate social events (e.g. share a brewskie or two) and print team t-shirts. Do not underestimate the power of the t-shirt.

I would take at least one entire day a month to schedule a day for training, brainstorming and relaxing.

Why Start So Small?
It’s easier to find 6 really talented people than it is to find 12 right off the bat. Come on, you don’t even have a reputation to help attract people yet.

Start small and farm out what you can. There are a lot of free or cheap web services that can help boost your team’s productivity and save valuable hours. Start with a big staff (10 or more) and you’ve essentially tied yourself to the tracks already. There’s no need to accumulate that kind of debt and it’s important to keep your overhead low. All you really need is cheap office space with reliable Internet service.

A large media organization could easily adopt this model to form an internal startup. In fact, I wish they would do this more often. Generally, big news organizations that rely on centralized IT fail to utilize emerging technologies fast enough. The “guys at HQ” tend to be barriers, not an empowering force.

It’s extremely difficult to deploy and troubleshoot technologies across multiple TV stations or newspapers. Not only that, but it’s nearly impossible to keep up with the dozens, if not hundreds, of differing feature requests coming from each market. “We need this to do that.” The response sure as hell better not be “Get in line.” There’s simply no time to wait.

Questions I Have
One thing I’m unsure about is whether it makes sense to establish the focus/niche of the startup before making the first hires, or involving them in the process? Does anyone have any thoughts?

What would you do to build momentum in the first 6 months?

Would you pay everyone equally? I would tend to pay the developer and designer more, but I’m definitely biased.

What about creating a rotating Editorship between 4 reporters (e.g. a 1-week term)? This might help prevent people from burning out and also spread power and responsibility.